How Cleaning Services Reinvent Their Marketing Strategy

Cleaning services have been around forever. Today, we are looking to pay someone to handle the mess we leave behind as we live our busy lives more than ever before. Not only are we busy, but with the changing tides, there aren’t that many people who are stay-at-home parents or who have enough free time to take care of the home properly. 

Like most people, you go to work, and when you get back, there’s hardly any time to take out the trash before you pass out and do it all over again tomorrow. The cleaning companies had to evolve to keep up with the times because even though the trade is the same, society isn’t.  So, the marketing of your cleaning services has to take a different approach to attract customers. 

Let’s take a look at how cleaning companies handled their marketing strategies:

Cater to a younger audience

There is a sea of very young professionals who are living alone. They either have no idea how or don’t have time to tidy up. Some people just don’t want to be bothered with cleaning, it’s as simple as that. This means a lot of cleaning companies changed their marketing tone to suit the younger crowds rather than the middle-aged women they were previously targeting. 

Instead of focusing on the fantasy of giving busy moms an afternoon off to enjoy themselves, they are now creating the fantasy of the things mom probably used to do around the house before you moved out. Let’s face it – there isn’t a millennial out there who doesn’t miss the days when mom did the cleaning up around the house. It’s a part of adult life nobody wants to do.

Ease of access

Just a couple of years back, there was a whole process of finding a person to clean your home. The cleaning person would usually come through a recommendation from a friend who would then give you the number of someone they know. You’d make a couple of calls, discuss the process, agree on a price and then wait for the date to come. However, nobody has time for this today.

Your goal as a cleaning company should be to make customers’ lives a lot easier and even look to take the stress off them. Since we’re so used to doing everything through apps, some people barely remember how to talk on the phone. One clever marketing strategy recommended by the professionals at is to offer the customers the option to book cleaning services within 60 seconds or less. Ideally, it shouldn’t take more than just a couple of clicks to book. An additional benefit of this strategy is that the faster the customers can book the cleaning, the less time they have to change their minds.

Offer different packages

While some people might just need their apartment cleaned once after a big party or before some critical happening, others want a stable schedule for weekly cleaning. A third person might want someone who will come in every day and tidy up the home all the time. This is why it’s important for companies to offer and market different packages that will suit different people.

A “call to get information” isn’t going to cut it. You need to have clearly defined packages for all the services you offer, and if none of the above suit a potential customer, they can call and see if something additional can be arranged. There can also be different packages for people who provide their own cleaning supplies or only require partial cleaning. If you’re not sure what the people want – ask! Create polls on social media and ask around for what kinds of cleaning services they would like offered.


There’s no question that most of the products used for everyday household cleaning are toxic and harmful to the environment. And with people today being significantly more aware of the impact we have on our environment – and our health – marketing yourself as a company that uses safe, non-toxic, cruelty-free and natural products will definitely earn you points with the crowds. Just make sure that if you are marketing yourself like this you’re actually sticking to your words. Only use specific products because people aren’t only searching for companies aware of this for moral reasons, some might have allergies or other issues with chemically-loaded products. 

In a similar niche, you can focus your marketing on pointing out that all of your staff members are paid good, liveable wages. Or, for example, that you employ women who have fled a bad situation and are building a better life for themselves. These facts are important to many people who are aware of the social situations we’re facing in the world and this kind of marketing message is very powerful. While cleaning services might be a simple trade, it’s one that will forever be needed, and it will only adapt to the changing times, as it already has.

Dorian Koci

Dr. Dorian Koçi is a historian, Director of National Historical Museum of Albania and lecturer in Tirana State University, Faculty of History and Philology and New York University of Tirana.